Power used in advertising
February 4, 2010Advertising is one of the best ways that is used by power and persuasive language to its audience in the 21st century, to get them to by the product being advertised. Advertising is continually bringing peoples attention to products that we as consumers supposedly ‘need’, these products are meant to add a certain pleasure to our life’s either socially or in a business manor.
It is often seen as a major part of the capitalist society we live in for economic profit. As we have done with our advertisements for people to by our products, either through buying the perfume or phoning in to the radio show, this will both bring money to the economy if we were selling as a real product.
Fairclough 2001, he says advertising is primarily used to build text producer and receiver, so that the consumer who will buy the product will feel that they can relate to the advertisement. This is produced through lexical choices, making the text personalized like second-person pronouns ‘you’ and ‘your’.
For example; synthetic personalization ‘the way in which advertising and other use of communication use personalized language such as ‘you’ and ‘your’ to construct a relationship that will make you want to buy the product in the advertisement. This works in a very subliminal way with out the receiver even realizing.
Advertisement also builds this idea with the consumer that they are the ideal person for the advert, by using either pictures they can relate do or have an idea about, like celebs or by text like asking rhetorical questioning, that the receiver will then apply to there own life style’s. This may ‘trick’ them into thinking that they needs this product and they can answer the rhetorical question maybe and more than likely that they do need this product or ‘yes I do have wrinkles’ (when applied to a facial cream)
